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Ebuzzing Social reveals November's Spotlight on Social Video.
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SPOTLIGHT ON SOCIAL
VIDEO:
NOVEMBER 2012
ABOUT SPOTLIGHT ON SOCIAL
VIDEO
• Ebuzzing Social scans social
platforms to retrieve monthly
metrics about videos published by
brands
• We produce this insight within 5
countries based on a proprietary
algorithm, which includes the
number of views, interactions on
Facebook mentions on Twitter, and
backlinks
• We extract from this database
general information to give a view
of the publishing activity by brand
and sector
• In November 2012, this represents
348 videos and 105 UK brands for
the UK. Only videos with 50,000+
views are analysed
24% OF THE TOTAL VIDEOS PUBLISHED WERE FROM
THE TECHNOLOGY SECTOR
Source: Ebuzzing Social Video Chart, January 2013
24% (A)
17% (B)
15% (C)
7% (D)
7% (E)
7% (F)
5% (G)
4% (H)
3% (I)
11% (J)
Share of videos published
Technology (A)
Gaming (B)
Drinks (C)
Entertainment (D)
Retail (E)
Sport (F)
Health & Beauty (G)
Automotive (H)
Luxury (I)
Other (J)
TECHNOLOGY ALSO HAD 22% OF THE TOTAL SHARE
OF VIDEO VIEWS
Source: Ebuzzing Social Video Chart, January 2013
22% (A)
19% (B)
12% (C)
11% (D)
10% (E)
9% (F)
4% (G)
4% (H)
3% (I)
6% (J)
Share of views
Gaming (A)
Luxury(B)
Technology (C)
Sport (D)
Drinks (E)
Entertainment (F)
Health & Beauty (G)
Retail (H)
Internet (I)
Other (J)
27% OF FACEBOOK INTERACTIONS WERE FROM
TECHNOLOGY BRANDS
Source: Ebuzzing Social Video Chart, January 2013
27% (A)
20% (B)
12% (C)
9% (D)
8% (E)
6% (F)
5% (G)
5% (H)
2% (I)
5% (J)
Share of Facebook interactions
Drinks (A)
Luxury (B)
Technology (C)
Entertainment (D)
Finance (E)
Gaming (F)
Sport (G)
Retail (H)
Automotive (I)
Other (J)
THE FINANCE SECTOR HAD THE HIGHEST
INTERACTION RATE
Source: Ebuzzing Social Video Chart, January 2013
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Facebook interaction rate
THE AVERAGE LENGTH OF VIDEOS PUBLISHED WAS
JUST OVER 3 MINUTES
Source: Ebuzzing Social Video Chart, January 2013
0
200
400
600
800
1000
1200
1400
Average video length (seconds)
LOUIS VUITTON TOPS THE CHARTS FOR BRANDED
VIDEO VIEWS
Source: Ebuzzing Social Video Chart, January 2013
0% 2% 4% 6% 8% 10% 12%
Apple
Ubisoft
Footlocker
Microsoft
Sony
Nike
Dreamworks
FIFA
Christian Dior
Nintendo
Rockstar Games
Red Bull
Louis Vuitton
Share of views
Source: Ebuzzing Social Video Chart, January 2013
RED BULL HAS THE HIGHEST SHARE OF FACEBOOK
INTERACTIONS
0% 5% 10% 15% 20% 25% 30%
ATP
FIFA
Dreamworks
Nike
Samsung
Universal Pictures
Victorias Secret
Christian Dior
Microsoft
Cartier
Louis Vuitton
John Lewis partnership
Chanel
Red Bull
Share of Facebook interactions
CHANEL HAS THE HIGHEST FACEBOOK
INTERACTION RATE
Source: Ebuzzing Social Video Chart, January 2013
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Credit Suisse Group
Turkish Airlines
Ducati
Paramount
Asda
John Lewis partnership
Coca Cola
Warp Records
Disney
Cartier
Monster Energy Drink
Porsche
Spotify
Chanel
Facebook interaction rate
FOCUS ON
CHRISTMAS
ABOUT THE EARLY XMAS
SOCIAL VIDEO STUDY
• Each month Ebuzzing scans social platforms to retrieve metrics about
videos published by brands.
• During November we identified the Top 10 Christmas themed social
videos from the Retail sector.
• This study compares the impact each video made in November, and
shows the most popular Christmas social videos based on their Views,
Facebook interactions and Facebook interaction rate.
• Whilst this study offers a great insight into the leading Christmas
themed retail social videos, we must note that brands have launched
their videos at various times, and as such this study provides an
indication for their success that may fluctuate during December.
THE TOP 10 CHRISTMAS VIDEOS
The Top 10 Videos, from total views were:
John Lewis - The Journey
http://www.youtube.com/watch?v=0N8axp9nHNU
Cartier - Winter Tale
http://www.youtube.com/watch?v=9RZPmKC2c2o
Boots - Let's Feel Good
http://www.youtube.com/watch?v=xao1o8ARRnQ
Argos - I Can Shop From Here
http://www.youtube.com/watch?v=HTOOctyxOLg
Debenhams - Christmas Made Fabulous
http://www.youtube.com/watch?v=ugBCrkRvTwA
M&S - The Greatest Hits This Christmas
http://www.youtube.com/watch?v=nvtQslFoTOw
Asda - Behind Every Great Christmas There's Mum
http://www.youtube.com/watch?v=QiTuiYtaMV4
Gap - Love Comes In Every Shade
http://www.youtube.com/watch?v=rrpH2-gv8zM
Coca-Cola - Together We Make The Magic Happen
http://www.youtube.com/watch?v=RE4ws7B7yTg
Coca-Cola - Holidays Are Coming
http://www.youtube.com/watch?v=kr7h8crYAYQ
JOHN LEWIS RECEIVED 45% SHARE OF
VIEWS
Analysis based on 34 brands which published 208 videos in
September
45% (A)
22% (B)
13% (C)
5% (D)
4% (E)
4% (F)
3% (G)
1% (H)
1% (I)
1% (J)
Share of views
John Lewis (A)
Cartier (B)
Boots (C)
Argos (D)
Debenhams (E)
Marks & Spencer (F)
Asda (G)
Gap (H)
Coca Cola (New) (I)
Coca Cola (Old) (J)
JOHN LEWIS HAS 59% OF ALL FACEBOOK
INTERACTIONS
59.1% (A)
31.6% (B)
4.0% (C)
1.8% (D)
1.3% (E)
0.6% (F) 0.5%
(G)
0.4% (H)
0.4% (I)
0.4% (J)
Share of Facebook Interactions
John Lewis (A)
Cartier (B)
Asda (C)
Coca Cola (Old) (D)
Coca Cola (New) (E)
Boots (F)
Argos (G)
Debenhams (H)
Marks & Spencer (I)
Gap (J)
THE OLD COCA COLA AD HAS THE
HIGHEST FACEBOOK INTERACTION RATE
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%
Boots
Argos
Debenhams
Marks & Spencer
Gap
Coca Cola (New)
Asda
John Lewis
Cartier
Coca Cola (Old)
Facebook interaction rate
APPENDIX
Share of views =
Total views by sector or brand / Total
views
Share of Facebook interactions =
Interactions on Facebook for a
sector or brand / Total interactions
on Facebook
Interaction rate = Interactions
on Facebook/ Number of views
